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Ecommerce Pulse Report

Ecommerce pulse report for Housewares, Garden & Furnishings

Online Housewares, Garden & Furnishings sales are affected by all kinds of outside influences — the season, pop culture, social media and the economy. Anticipating the furnishings and home accessories customers will want and having it when and where they want it is a constant challenge. See how your company performance compares to industry peers from the Signifyd Commerce Network.

Housewares, Garden & Furnishings

More shoppers are heading online for the latest Housewares, Garden & Furnishing items. Take a look at this snapshot of where that spending is taking place in the vertical.

Housewares, Garden & Furnishings by category
YoY Housewares, Garden & Furnishings sales

Ecommerce has been propelled five years into the future, with sales figures we were expecting in 2025 arriving today

Welcome to the future, a world in which online sales have become increasingly important to Housewares, Garden & Furnishings merchants. The prominent role of ecommerce requires new thinking around merchandising, marketing and customer experience.

“Retail executives have been fixated on the dramatic increase in ecommerce sales, but the more interesting story is less about the last few months and more about the next few years. Based on the totality of transactions passing through Signifyd’s network, we see that this cohort of new users are buying online for the first time, and then returning to shop online again at the same or another merchant within one month. Returning to shop in short order is the way new spending habits form and share-of-wallet shifts.”


Housewares, Garden & Furnishings growth by category

Housewares, Garden & Furnishings companies have seen impressive growth, but even accounting for seasonality, the swings in sales can be hard to predict

When we dig into the numbers and take a long view, we can see there are directional patterns even in the best of times. What’s also clear is that while sales have their ups and downs, the overall direction is up.

Inflationary pressures emerge in tandem with increased ecommerce spending.

Housewares, Garden & Furnishings merchants worldwide are faced with increasing production and fulfillment costs. Merchants must walk a fine line between absorbing costs while staying competitive. It’s key in today's competitive world to keep eye on AOV and pricing.

YoY Housewares, Garden & Furnishings AOV
0% 20% -40% -20% ApparelAccessories B2B Mid-pricedFashion Housewares Jewelry &Watches MusicalInstruments Health &Supplements Low TicketFashion Alcohol Tobacco &Cannabis Pet Supplies SportingGoods Beauty & Cosmetics Outdoor & Leisure Weapons &Accessories CPGProducts Baby Auto & Tires ConsumerElectronics Footwear Quarterly AOV Trend by Industry Vertical Mix-shift towards higher AOV items as consumers replace in-store spend to CNP spend for Auto Parts & Tires Combination of Mix-shift and discounting leadingtowards drop in AOV for Apparel Accessories Declining AOV Increasing AOV Mix-shift towards lower AOV items contributingtowards declining AOV in Consumer Electronics Discounting strategies in mid-price fashion led to declining AOV -41% -30% -24% -22% -21% -18% -11% -11% -3% -2% 2% 2% 3% 4% 8% 9% 12% 16% 17%
Omnichannel growth in Housewares, Garden & Furnishings

Housewares, Garden & Furnishings shoppers have shown a new enthusiasm for ordering online and picking up in store or at the curbside

Consumers shopping for Housewares, Garden & Furnishings historically steered clear of buying online and picking up in the store or at the curbside, given the bulk of many of the products. But big box home improvement stores all-but perfected the option and sentiment changed. Now in‑store and curbside pickup are almost expected in the vertical.


Conquer curbside pickup
for the post-COVID era

Fraud pressure is a moving target with fraudsters constantly probing for weaknesses

Fraudsters target the Housewares, Garden & Furnishings vertical in different times and ways. Sometimes it’s as simple as fraudsters going after the weakest link at any given time. Signifyd’s Fraud Pressure Index charts the rise and fall of very high risk — and presumably fraudulent — orders over time. Fraud levels are compared to a Q1 benchmark of 100%.

Fraud pressure in Housewares, Garden & Furnishings by category

With big surges comes operational gaps. Expect challenges from these fraud pressure vectors:

eBay marketplace “triangulation” fraud

The fraudster creates genuine seller profile on marketplaces and uses stolen card data to fulfill the order from another retailer. Attack vector moved to popular SKUs over the summer.

Look-alike fraud websites

Fraudsters clone brand websites to replicate brand look onto similar URL, but do not ship product after accepting payment. Trending SKUs will be targeted.

Touchless delivery abuse risk

As FedEx and UPS moved to no-signature delivery, retailers saw an uptick of Item-Not-Recieved (INR) and Significantly-Not-As-Described (SNAD) claims.

Curbside pickup BOPIS mule fraud

Many retailers like Dick’s Sporting Goods and Best Buy accelerated BOPIS (touchless curbside pickup) to counter store closures. They also saw an uptick in mule fraud.


What’s in our Housewares, Garden & Furnishings index?

The Ecommerce Pulse Report from Signifyd was designed to provide ongoing coverage of changes and trends in the ecommerce landscape. The data in this report illustrates how the Housewares, Garden & Furnishings vertical is performing now compared to historical performance. Data is aggregated by category across thousands of ecommerce merchants globally.


  • Furniture & home decor
  • Home improvement & appliances

Fast facts

  • Full fidelity on 60M orders per month (session behavior, cart data, payment info, shipping and billing info)
  • 98% of transactions are identified automatically because of the breadth and strength of our network

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